Rolf Anweiler of Brand Republic says that newsletters are the most widely distributed and most established form of email marketing and an indispensable part of the communications strategy for many companies. He says that the six important factors for implementing a successful email newsletter are:
- PLACE How the newsletter is integrated into a website
- PROCESS How easy is it to subscribe
- PERMISSION Are data protection regulations being adhered to and how is permission gained from the subscriber?
- PERIODICITY Is the timing and frequency of the newsletter right?
- PERSONALISATION Is it tailored to the interests of the reader?
- PRESENTATION How good is the newsletter design and layout?